brand-finance-2024 年印度板球超級聯(lián)賽 IPL 2024 The annual report on the most valuable and strongest Indian Premier League brands

BrandFinance

IPL

2024

TheannualreportonthemostvaluableandstrongestIndianPremierLeaguebrands

December2024

BrandFinanceIPL102024/ipl2

Contents

AboutBrandFinance

3

Introduction4

AjimonFrancis,ManagingDirector,BrandFinanceIndia

RankingAnalysis7

Insights17

IPL:TheDataBehindtheNumbers

18

ScottMoore,SportsServices,

SeniorConsultant,BrandFinance

Methodology

22

Consulting

Services

30

?2024Allrightsreserved.BrandFinancePlc.

About

BrandFinance

Theworld's

leadingbrandvaluation

consultancy

Forbusinessenquiries,pleasecontact:

AjimonFrancis

ManagingDirector,India

a.francis@

Formediaenquiries,pleasecontact:

Gayathri

MarketingDirector,AsiaPacific

g.saravanakumar@

Forallotherenquiries:

enquiries@+442073899400

BridgingthegapbetweenMarketingandFinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetween

marketingandfinance'.Formorethan25years,wehavehelpedcompaniesand

organisationsofalltypestoconnecttheirbrandstothebottomline.

Quantifyingthefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Ranking

brandsacrossallsectorsandcountries,wepublishover100reportsannually.

Uniquecombinationofexpertise

Ourteamshaveexperience

acrossawiderangeofdisciplines

frommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

Pridingourselves

ontechnicalcredibility

BrandFinance,acharteredaccountancy

firmregulatedbytheInstituteof

CharteredAccountantsinEnglandandWales,isthefirstbrandvaluation

consultancytojointheInternational

ValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO

20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapproved

bytheMarketingAccountabilityStandardsBoard.

BrandFinanceIPL102024/ipl4

Introduction

AjimonFrancis

ManagingDirector,BrandFinanceIndia

Welcometothe17thBrandFinanceIPL2024brandvaluationreport.WehavebeenvaluingsportingbrandslikeEPL,LaLiga,F1,NFL,etc.worldwideandIPLforclosetotwodecades.Theworldofprofessionalsports,particularlyCricketandIPLT20,servesasabreedinggroundforsomeofthemostgloballyrecognisedbrands.IPLisarecognisedglobalbrandnowandasourresearchshows,isevenmorewatchedandengagedwiththanICCWorldCupmatches.

EsteemedfranchisessuchasMumbaiIndians,ChennaiSuperKings,Royal

ChallengersBangaloreandKolkataKnightRidersarenowvaluedatoverUSD$100millionfortheveryfirsttime.Thisimpressivelandmarkhighlightstheimportanceofthesesportingbrands'compellingmanagementtorecognisetheneedforbrandinvestmentstodriveon-fieldandoff-fieldperformance.Brandscreatefanbase

andcustomerdemand,motivatestakeholders,andreassurethosewhoinvesttime,emotionandmoneyinthefranchisetheysupport.

IPLhasenabledmanyleaguesacrosstheglobewithitsviablebusinessmodelandmatchformats.IthasfurthersolidifiedBoardofControlforCricketinIndia’sdominanceataglobalstagewithitspopularityandbusinessgrowth.Most

importantly,IPLhasbecome‘theplatform’formanyaspiringdomesticplayerstogetnoticedandbeconsidered.

Asperourestimate,IPL2024generatedover1.25milliondirectandindirectjobsforIndiansalone–involvingin-stadiastaff,securitypersonnel,artisans,digitalcreators,logisticsteams,merchandisers,etc.Asmalleconomicengineinitselfspanningover100daysannually.

Whatisthepurposeofastrongbrand:toattractcustomers,buildloyaltyormotivatestaff?Mostbrandcustodiansfailtomeasureandevaluatetoeffectivelymakeuse

ofwhatareoftentheirmostimportantassets,theirbrand.Asaresult,marketingteamsstruggletocommunicatethevalueoftheirworkandboardsthen

underestimatethesignificanceoftheirbrandstothebusiness.

BrandFinancebridgesthegapbetweenmarketingandfinance.Weunderstand

theimportanceofdesign,advertising,andmarketing,butwealsobelievethattheultimateandoverridingpurposeofbrandsistobuildvalue.Thatiswhyweconnectbrandstothebottomline.

TheIPLeco-systemistodayworthUSD1.3billionandcloselywatchedandemulatedworldwide.Itisincreasinglytheresponsibilityofeverystakeholdertonurturethis

preciousbrand.IPLcontinuestofuelthecricketingentertainmentquotienteveryyearwithitshigh-energymatches,TV/digitalcoverageandfanengagementinIndiaandnationslikeUAE,Saudi,USA,Australia,UK,etc.FranchiseteamslikeCSK,MI,RCB,

KKRandRRaretodayglobalbrandswiththeiractiveparticipationinseveralT20

leaguesacrosstheglobe.Thesebrandcustodianshavebigresponsibilitiestobuildandmeasuretheirbrandsataglobalscale.

ThefollowingreportisanattempttounderstandmoreabouttheIPLandFranchisebrandsandhowtovaluethemwhileusingourin-houseglobalresearchfindingsandimplicationstobenefitthebusiness.Wehopeyoufindtheinsightsgenerated

inthisreportinformativeanduseful.

GainInsight

Leveragestrategicinsightstoenhanceyourbrand'sfinancialstanding.

StrategicGuidance

Strategiseeffectivelytopositionyourbrandasamarketleader.

BenchmarkYourPerformance

Benchmarkyourbrandagainst

industrystandardsforacompetitiveedgeinthecorporatelandscape.

EmpowerYourMarketingTeam

Empoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrand'sfinancialvalue.

EnhanceCommunication

Optimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance.

DeepenUnderstanding

Deepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.

Request

yourown

BrandValueReport

BrandFinance'sBrandValueReport

providesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtodetermineyourbrand’svalue,aswellasbrand

equityresearch.

Eachreportincludesexpert

recommendationsforgrowing

brandvalue,drivingperformance,andgaininginsightsintoyour

positionagainstpeers.

enquiries@

+6,000brands

Originalmarketresearch

onglobal,marketandsectorleadingbrands.

41countries

Comprehensivecoverage

formarketspecificlearningsthatinformdecisionmaking.

GetFull

AccesstoourGlobalData

31sectors

Benchmarkyourbrandagainst

competitorsandleverageindustrylevelinsightstoempoweryour

strategy.

+150,000respondents

Robustmarketrepresentationforaglobalperspective.

8thconsecutiveyear

Takealongerviewtotrackandlearnfromfastgrowingbrands,market

disrupters,andmarketleaders.

StrategicInsight

Understandyourbrandsstanding

inthemarket,whatit’sknownfor

relativetothecompetition,andwhatdrivescustomerdecisionmaking

soyoucancreatearoadmapforsuccess.

BrandFinance'sGlobalBrand

EquityMonitorresearchutilises

acomprehensiveframeworkto

trackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,

maintainingandbuildingbrandstrength.

Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey’retofulfiltheirpotential.Ourbrandequity

reportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.

enquiries@

RankingAnalysis

IPL’seliteclubs:Brandvalueoffourfranchisessoarabove$100millionforthefirsttime

+IPL’sbrandvalueboom:Theleague’saccumulativebrandvalueisup13%to$12billionwithCSK,MI,KKR&RCBleadingthecharge

+CSKreignssupreme:MostvaluableIPLteamwith$122millionbrandvalue

+FastestgrowingIPLbrands:SRHleadswith76%brandvaluegrowth,RCBrisesby67%

+ShiftingpowersandsurprisingclimbersamongstIPL’sstrongestbrandsunderCSK’sstronghold

+Breakingbarriers:RCBclinchesitsmaidenWomen’sPremierLeaguetitleinthefranchise’shistory

RankingAnalysis

Source:BCCI

IPL’sbrandvalueboom:Theleague’s

accumulativebrandvalueisup13%

to$12billionwithChennaiSuperKings

(CSK),MumbaiIndians(MI),Kolkata

KnightRiders(KKR)andRoyalChallengersBangalore(RCB)leadingthecharge

TheIndianPremierLeague(IPL)continuestosee

significantgrowthyearafteryearwithitsaccumulativebrandvaluerecordinga13%increase,fromUSD10.7billionin2023toUSD12billionin2024.Astheleague’spopularitysoars,fourteams,namelyCSK,MI,KKR

andRCBhavesurpassedtheUSD100millionmarkinbrandvalueforthefirsttime.

Thegoverningbodyalsoallocatedrecordsums

toeachfranchise,drivenbyasurgeinbroadcastingrevenuesandstrongcentralsponsorships.TheIPLfranchisessawtheirrevenuesmorethandoublein2024,accordingtoTheEconomicTimesreport.

BattersdominatedlikeneverbeforeintheIPL2024

season,withtheaveragerun-ratereachingastaggering

9.5-thehighesteverfortheleague.Increaseddeviceusagehasencouragedbrandcustodianstotapintomultipleadvertisingchannels,bothofflinetelevision(TV)andonline.While'newage'advertiserstooka

cautiousapproach,corporategiantsembracedtheopportunitybydominatingwiththeirpresenceduringthetournament.

Furtheraddingtotheexcitement,the2024seasonalsowitnessedtheriseofthefearless‘desi’hitters.Assomestarplayersstruggled,newcomerslike

AbhishekSharma,RiyanParag,ShashankSingh,

ShivamDube,AbdulSamad,andDineshKarthik,

setnewstrike-raterecords.Amidthebattingfrenzy,JaspritBumrahstoodout,showcasinghissheer

geniusineverymatchthatMIplayed.

ThetopfiveIPLteamshavenotablegrowthpotential,withroomtoexpandtheirbrandvalueclosertothelevelsseenamongthetopfiveteamsfromtheEPL,LaLiga,Bundesliga,SerieA,andLigue1,whichare

currentlyvaluedthreetimesmoreaccordingtoBrandFinance’sdata.

BrandFinanceIPL102024/ipl9

RankingAnalysis

14

12

10

8

6

4

2

0

IPLSystemValuation2009-2024(USDbn)?BrandFinancePlc2024

12.0

10.7

8.4

5.7

4.1

3.73.7

3.8

5.3

4.7

3.3

3.2

2.9

4.4

2.5

2.0

2009201020112012201320142015201620172018201920202021202220232024

BrandValueoftheTop5Teams(USDm)?BrandFinancePlc2024

0

7000

6000

5000

4000

3000

2000

1000

Laliga

4,292

BUNDESLIGA

2,918

SERIEA

1,963

1,769

'INDIAN"

PREMIER

LEAGUE

551

6,700

PremierLeagueLaLigaBundesligaSerieALigue1IPL

BrandFinanceIPL102024/ipl10

RankingAnalysis

Top10MostValuableIPLBrands2024?BrandFinancePlc.2024

1

▲

CHENNI

SUPERKING

$122m

+52%

2

1

$119m

+36%

3

▲

$117m

+67%

〉

4

1

$109m

+38%

5

▲

$85m

+76%

6

▲

RAJASTHAN

ROYALS

$81m

+30%

7

1

8

1

guJARA

9

▲

$80m

+24%

$69m

+5%

$68m

+49%

10

1

$60m

+29%

CSKreignssupreme:MostvaluableIPLteamwith$122millionbrandvalue

TheIPL2024seasonhasnotonlydelivered

thrillingcricketmatchesbutalsonoteworthybrand

performances.CSKleadsthepackastheIPL’s

mostvaluableteamwithitsbrandvalueup52%to

USD122millionfrom2023.MIandRCBfollowcloselybehind,while2024seasonchampions,KKRandSRH,contributeimpressiveperformancesbothonandoffthecricketpitch.Thetop10IPLteamsbybrandvaluehighlighttheleague’sgrowingstatureasapowerfulglobalsportsbrand.

CricketinglegendMSDhoni’sstatusandenduring

appealhasplayedapivotalroleinamplifyingCSK’s

brandvalue.Withthehighestpan-Indiafanengagementandadedicatedviewerbaseforeachmatch,CSK

thrivesonmultiplerevenuestreams,includinggatereceipts,merchandisesales,sponsorpartnerships,androbustdigitalandTVviewership.Thisis

underscoredbyBrandFinance’sdatawhichreveals

thatCSKnotesaperfectscoreof10forthe'following'metric,andanear-perfectscore(9.4outof10)forthe'clubhasalotofstarplayers'metric.

MIexemplifiesbrandresilience,maintainingtheirpositionastheIPL’ssecondmostvaluablebrand,

up36%toUSD119millionthisyear.Despiteearlychallengesandexternalcriticism,MIremainedapowerfulforceamongIPLfranchisebrands,

showcasingtheirabilitytobounceback.Whiletheteamfacedatoughstarttotheseason,theirloyalfanbasecontinuetothrive,reflectingtheirenduringinfluenceandlegacywithintheleague.

RCBranksastheIPL’sthirdmostvaluablebrand(brandvalueup67%toUSD117million),makingitthesecond-fastestgrowingbrandintheranking.

FollowingtheRCBWomen’svictory,expectations

soaredforanothertrophyintheRCBcabinet.

Theteam’sfanbaseremainsincrediblyloyaland

passionateasemphasisedbyBrandFinance’sdata–scoring8.2outof10forthe‘haspassionatefans’metric.Additionally,theirstrongsponsorengagementcontinuestodrivetheteam’ssuccessbothonandoffthecricketpitch.

KKR,the2024champions,rankfourth(brandvalue

up38%toUSD109million),roundingouttheelitefourclubs-eachwithabrandvalueofmorethanUSD100millionthisyear.Despitechallengessuchasstadiumcapacityandticketprices,KKRplayedwithstrategicintent,outsmartingthebattingpowerhouseofSRHinathrillingfinaletoclaimthe2024title.

BrandFinanceIPL102024/ipl11

RankingAnalysis

BrandValueChange2023-2024(%)

CHENNHl

SUPERKING

RAJASTHAN

RYALS

?BrandFinancePlc.2024

A

guJARA

76%67%52%49%38%36%30%29%24%5%

SRH:IPL’sfastest-growingbrandwith76%growth

SRHranksfifth(brandvalueup76%toUSD85million)amongthe10mostvaluableIPLteams,inaddition

tobeingthefastest-growingIPLbrandoftheyear.

Knownfortheirboldandfearlessstyleofcricket,SRHhaswontheheartsoffansbothathomeandaway.Theteam’sstrongsponsor-support,packedstadiums,andoneofthebestfan-engagementprogrammesaswellasengagingdigitalplatforms,havecontributedtotheirsuccessandgrowthin2024.

RRranksastheIPL’ssixthmostvaluablebrandat

USD82million.Theyledtheleaguetableinthefirsthalfofthe2024seasonandwiththeirresilient,never-say-

dieattitude,theteamnotonlyqualifiedbutalsofinishedasthesecondrunner-up.RRisaremarkablesquadwithstrongmomentum,supportedbystableleadershipandasolidgamestrategy.

Thetop10rankingsarecompletedbyDelhiCapitals(DC)(brandvalueup24%toUSD80million)inseventhplace,followedbyGujaratTitans(GT)(brandvalue

USD69million)astheonlyteamtoseeamodest5%growthinbrandvalue.MeanwhilePunjabKings(PK),rankedninth(brandvalueup49%toUSD68million)andLucknowSuperGiants(LSG)isattenthplace

(brandvalueup29%toUSD61million).

BrandFinanceIPL102024/ipl12

BrandFinanceIPL102024/ipl13

RankingAnalysis

IPL2024witnessedasignificant

paradigmshift,withfourfranchisebrandsnowsurpassingtheUSD100millionmarkinbrandvalueandexperiencingdramaticincreasesincentralrevenueshares.

Digitalviewershiphasovertaken

traditionaltelevisionnumbers,whiledomesticbattersandbowlersare

emergingaskeyperformers.DoesthismarkadramaticturnfortheIPL,signallingapositivetransformationfortheleague’sfuture?

AjimonFrancis

ManagingDirector,BrandFinanceIndia

BrandFinancehastrackedthebrandvalue

oftheIPLanditsfranchisessincetheleague's

inception.Overthepast17years,CSKhas

achievedthehighestbrandvaluegrowthat213%,closelyfollowedbyRCBat212%,reflecting

thequalityofcrickettheydeliver,andtheloyalfanbasestheyhavecultivated.

MI,KKR,andSRHmeanwhilerecordedbrandvaluegrowthintherangeof140%-190%,

reflectingfluctuatingmomentumtiedtotheiron-fieldperformances.

RRandDChavemadesignificantstrides

inrecentyears,withbrandvaluegrowthratesof104%and103%respectively,drivenbystrongteamdynamicsandleadership.PKroundsupthelistwithasteadybrandvaluegrowthrate

of86%.

GrowthinBrandValuesince2009?BrandFinancePlc2024

250

CHENNl

SUPERKING

212%

200

185%

158%

150

144%

A

RAJASTHAN

ROYALS

104%

100

103%

86%

50

213%

0

Chennai

Royal

Mumbai

Kolkata

Sunrisers

Rajasthan

Delhi

Punjab

SuperKings

ChallengersBangalore

Indians

KnightRiders

Hyderabad

Royals

Capitals

Kings

*Note:BrandValuegrowthanalysisofGTandLSGisnotavailableatthetimeofpublishingduetotheirrelativelyrecententryintotheIPLecosystem.

RankingAnalysis

Top10StrongestIPLBrands2024?BrandFinancePlc.2024

1

CHENN

SUPERKING

89.2

2

77.8

〉

3

4

77.0

77.8

5

RAJASTHAN

ROYALS

67.9

6

63.3

7

8

9

A

guJARA

63.1

60.2

56.6

10

55.7

Source:BCCI

ShiftingpowersandsurprisingclimbersamongstIPL’sstrongestbrandsunderCSK’sstronghold

CSKremainstheIPL’sstrongestbrandranked,

supportedbyaBrandStrengthIndex(BSI)scoreof89.2outof100,andaAAAbrandstrengthrating.AccordingtoBrandFinance’sresearchdata,CSK’sbrandstrengthcanbeattributedtohighscoresacrossseveralkey

metrics,including‘haspassionatefans’andthe‘clubhasalotofstarplayers’,eachscoring9.4outof10.

WiththeleadershipofMSDhoni—especiallywithhisimpendingretirementannouncement—CSKdominatesIPL2024likeneverbefore.

KKRrankedastheIPL’ssecondstrongestbrand

withaBSIscoreof77.8outof100,climbingfive

placesfrom2023.BrandFinance’sresearchreveals

thatKKRrecordedhighscoresinthefollowingmetrics:

‘goodreputation’(8.8outof10),‘clubisambitious’

(8.5outof10),and‘it’sacoolclub/team’(8.4out

of10),eachcontributingtoitsriseintheranking.

TheyclinchedtheIPL2024trophybyplayingthe

smartestcricketthroughouttheseason,captivating

fanswithboldopeningstrategiesandatacticalbowlingapproach.KKRdisruptedSRH'sdominantbattinglineupandtriumphedinthefinale,securingtheirplace

aschampions.

BrandFinanceIPL102024/ipl14

RankingAnalysis

Followingcloselybehind,MIisthethirdstrongestbrandamongtheIPLteamswithaBSIscoreof77.8outof

100.TheteamwereamongthefirsttoexittheIPL

2024tournamentbutdespitetheirearlydeparture,theydominatedboththedigitalandtraditionalmediaand

garneredattentionforamixofpositiveandnegative

reasons.AteamwithfivepriorIPLtitles,MIremains

apowerhousebrandandisateamthateveryonewantstoseesucceed.Further,BrandFinance’sdatarevealstheteamperformedwellinseveralresearchmetrics

including‘clubhasagreatstadium’(9.3outof10)and‘goodreputation’(8.4outof10).

Buildingonmomentum:Teamstowatch

RCBmaintainsitspositionfrom2023asthefourth

strongestbrandwithanimprovedBSIscoreof77.0

outof100.RCB,initiallyexpectedtoemulatethe

successoftheWPLwomen’steam,gainedmomentuminthesecondhalfoftheIPLandsecuredaspotinthequalifiersround.Althoughtheyfellshortofreaching

thefinals,RCBwonovermanyfanswiththeirspiritedperformances.

RRranksfifthintermsofbrandstrength,impressingwiththeirpoise,confidenceinlocalplayers,and

strongteamcohesionthroughouttheseason.

TheirvictoryoverRCBinthequalifiersandthird-placefinishoverall,highlightstheirstrongperformance.RRhassuccessfullybuiltsignificantbrandmomentum,scoringrelativelywellinthe‘it’sacoolclub/team’

researchmetric.

PKranksninth,withtheteamemergingasanotable

surprisewiththeiryoungdomestictalentsexceeding

expectations.Inthesecondhalfoftheseason’s

tournament,theteamconsistentlyattractedlarge

crowds,dominatedmediacoverage,andboostedownerconfidencewiththeirstrongperformance,positioningthemaslikelyqualifiers.Thisteamisexpectedtobe

astrongcontenderinIPL2025.

Toastoftheseason

SRHrankedsixthintermsofbrandstrengthwitha

BSIscoreof63.3outof100andanA+brandstrengthrating,markingafour-placeimprovementsince2023.Theteam’saggressivebattingstyle,particularly

inthefirstsixovers,consistentlyoverwhelmedtheiropponents.

Source:BCCI

BrandFinanceIPL102024/ipl15

RankingAnalysis

UndertheleadershipofnewteamcaptainPat

Cummins,SRHadoptedanattackingapproachtotheiropeningbatting.AccordingtoBrandFinance’sdata,

thisstrategycontributedtoanincreaseinfan‘following’amongIPLbrands,withtheirexplosiveperformances

drawingfull-capacitycrowdstothestadium.

Thetrailingpack

DCrankedseventhwithaBSIscoreof63.1outof

100.GTfollowsineighthpositionwithaBSIscore

of60.2outof100,droppingsixplacesfrom2023,

recordingadeclineinbrandstrength.Accordingto

BrandFinance’sdata,thisdownturnisattributedto

relativelylowerscoresintwokeymetrics,‘it’sacoolclub/team’and‘haspassionatefans’at7.8and6.2

outof10respectively,alongwithinconsistenton-fieldperformancesandunclearteamstrategies.

Bothfranchisesfacethecriticalneedtoreassesstheirapproachtoaddressshrinkingfanbases,declining

digitalengagement,andreducedfollowing,whichhaveimpactedtheiroverallbrandvalue.

Bottomofthetable

LSGranked10thinbrandstrengthwithaBSIscore

of55.7outof100,havingslippedfourplacesfollowingachallengingIPL2024season.

Theteamfacedaseriesofsetbacks,includingnegativesentimentssurroundingleadershipandanoticeable

declineinfaninterest.Asthetournamentprogressed,LSGstruggledtoregainmomentum,furtherimpactingtheiroverallbrandposition.

Breakingbarriers:RCBclinches

itsmaidenWomen’sPremierLeaguetitleinthefranchise’shistory

RCBclaimedtheirinauguraltrophyinthe17-year

historyofthefranchisewithadominantperformance

intheWomen’sPremierLeague(WPL)2024.Thevictorysignificantlyenhancedtheteam’s‘goodreputation’-

scoring8.4outof10accordingtoBrandFinance’sdata,andreinforcedsponsorconfidence,withfullstadiumsforeverymatch.

Record-breakingTVanddigitalviewershipunderscoredtherisingpopularityofwomen’scricket.Several

playerssuchasSmritiMandhana(RCBWomen

captain),JemimahRodrigues(DelhiCapitalsWomen),andHarmanpreetKaur(MumbaiIndiansWomen)

alsoemergedassocialmediainfluencersand

advocatesforthesport,amassinglargefollowings

with11.9million,11.5millionand2.2millionfollowersrespectively.ThesuccessofWPL2024hassolidifiedthetournament’spositionasaprominentbrandinthesportsindustry.

Source:BCCI

BrandFinanceIPL102024/ipl16

Insights

IPL:TheDataBehindtheNumbers

ScottMoore

SportsServices

SeniorConsultant,BrandFinance

TheIPL’sglobalreach:Aleaguefollowedacrosscontinents

TheIndianPremierLeague(IPL)isnotjustacricketcompetition;itisaglobal

phenomenon.Recentdataonviewershipfamiliarityandengagementreveals

thattheIPLenjoyswidespreadrecognition,withitspopularityvaryingsignificantlyacrossregions.

Unsurprisingly,Indialeadsthechargeincricketfollowingwith73%ofthenationfollowingthesport,withanoverwhelming69%ofrespondentscloselyfollowingtheIPL.AstheIPL’sbirthplace,thisdominancereflectstheleague’sdeepculturalandsportingimpactwithinitshomecountry.However,theIPL’sinfluenceextendsfarbeyondIndia,particularlyintheUAE(25%)andSaudiArabia(9%),whereamixofSouthAsianexpatriatesandlocalinterestincrickethavemadetheIPL

aprominentsportingspectacle.TherecentIPLAuctionthatwasheldinJeddahfurthershowcasestheleague’sexpandingregionalinfluence.

Intraditionalcricketingnations,theIPLcommandsarespectablefollowing.In

Australia(10%)andUnitedKingdom(6%)ofthecricketfollowingwatchtheIPL,itsappealamongfansreflectstheparticipationoftopAustralianplayerssuchasMitchellStarcandJakeFraser-McGurk,andplayerssuchasJosButtler,JohnnyBairstow,PhilSalt,SamCurranandLiamLivingstonfromtheUnitedKingdom.

TheleaguefaceshealthycompetitionfromdomesticleagueslikeTheHundredbutstillmaintainsastrongfoothold.

Cricket